Gucci Rides The Tennis Wave

Unless you’ve been living under a rock, tennis should be at the forefront of your creative mind. After all, it’s infiltrated the worlds of Hollywood and fashion thanks to Zendaya and Law Roach’s unforgettable press tour for Challengers. While fashion’s fascination with tennis is nothing new — Serena and Venus Williams have been certified fashion icons for over two decades — it’s reached all-new heights in the last year.

It shouldn’t come as a surprise then that Gucci’s latest global brand ambassador would be one of Tennis’ rising stars. For the Italian heritage brand’s latest campaign, they’ve tapped Jannik Sinner as their model du jour. The choice follows the viral photo of Sinner carrying a custom Gucci duffle bag at The Wimbledon Championships last year.

The campaign was shot by photographer Riccardo Raspa in their signature documentary style. The voyeuristic images harken to reportage-style photos from the 90s. Here, the Italian sports star embodies the juxtaposing physicality and refinement that has long defined tennis. Fitting, considering he took home his first Grand Slam title earlier this year.

While Gucci is riding the tennis trend, their proximity to the sport goes back decades. Back in the late 70s, Gucci expanded into tennis gear, including their iconic Tennis 1977 trainers. This continued into the 80s, with elevated tennis staples becoming synonymous with Gucci. Stamped across the campaign is the slogan 'Gucci is a feeling', directly referencing a vintage advertisement from the by-gone era.

Whether it's the crisp polo shirts or the sleek sportswear-inspired ensembles, the allure of tennis fashion lies in its ability to seamlessly blend functionality with flair, making it a perennial favourite both on and off the court. The resurgence in tennis' popularity in fashion shouldn't come as a surprise with both being defined by dynamic energy and timeless elegance.